On China’s national charity day, The North Face decided to swap places with the underprivileged; turning all its window displays into a place to switch the warmth where it is needed.

Implementation: Instore, TNF retail, China

Timeline: During 1 week, mannequins were dressed with next to it an underpriveleged child. Then, on National's charity day, TNF mannequins were naked, and the child finally dressed.

Placement: All TNF Window displays

Scale: Nationwide

1.7 million unique visitors on Wechat/Mobile donation site

8.5 million RMB donations (the equivalent of $1.3M)

Enough funds for the next 2-years mission of Wardrobe of Love

And 10 000 sets of warm clothes donated by The North Face